Pharma tablet presentations falling short

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Drug reps are increasingly using tablets to make presentations to payers, but they are not putting the technology to good use, according to a study by consulting and analytics firm Precision Advisors.

Researchers said that about half of the 145 surveyed managed-care executives said reps made effective tablet presentations. But the survey found that not one drugmaker presentation was rated as effective by more than 70% of participants, “which presents a leadership opportunity within digital communication.”

Downfalls included connectivity issues, text that was difficult to read and presentations that failed to get to the point.

“The best tablet presentations from the past year included content that was concise, interactive and customizable … payers believe this to be a unique benefit of the tablet,” the report said.

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